{"id":7546,"date":"2025-06-17T12:48:00","date_gmt":"2025-06-17T12:48:00","guid":{"rendered":"https:\/\/scoreindia.org\/blog\/?p=7546"},"modified":"2025-06-17T12:48:03","modified_gmt":"2025-06-17T12:48:03","slug":"a-case-study-on-crisis-communication-pepsis-live-for-now-campaign","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/a-case-study-on-crisis-communication-pepsis-live-for-now-campaign\/","title":{"rendered":"A Case Study on Crisis Communication: Pepsi\u2019s \u2018Live For Now\u2019 Campaign Featuring Kendall Jenner"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/a-case-study-on-crisis-communication-pepsis-live-for-now-campaign\/#Table_of_Contents\" >Table of Contents<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/a-case-study-on-crisis-communication-pepsis-live-for-now-campaign\/#How_One_Ad_Changed_the_Conversation_Around_Crisis_Communication_Forever\" >How One Ad Changed the Conversation Around Crisis Communication Forever<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/scoreindia.org\/blog\/a-case-study-on-crisis-communication-pepsis-live-for-now-campaign\/#What_was_the_%E2%80%98Live_For_Now_campaign_all_about\" >What was the \u2018Live For Now\u2019 campaign all about?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/scoreindia.org\/blog\/a-case-study-on-crisis-communication-pepsis-live-for-now-campaign\/#When_did_Pepsi_launch_this_campaign_and_what_followed\" >When did Pepsi launch this campaign and what followed?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/scoreindia.org\/blog\/a-case-study-on-crisis-communication-pepsis-live-for-now-campaign\/#What_crisis_communication_challenges_did_the_brand_face\" >What crisis communication challenges did the brand face?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/scoreindia.org\/blog\/a-case-study-on-crisis-communication-pepsis-live-for-now-campaign\/#What_strategy_did_Pepsi_follow_for_this_campaign\" >What strategy did Pepsi follow for this campaign?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/scoreindia.org\/blog\/a-case-study-on-crisis-communication-pepsis-live-for-now-campaign\/#What_message_did_the_campaign_intend_to_send\" >What message did the campaign intend to send?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/scoreindia.org\/blog\/a-case-study-on-crisis-communication-pepsis-live-for-now-campaign\/#How_did_Pepsi_execute_the_campaign_across_platforms\" >How did Pepsi execute the campaign across platforms?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/scoreindia.org\/blog\/a-case-study-on-crisis-communication-pepsis-live-for-now-campaign\/#What_was_the_public_response_and_how_did_it_impact_the_brand\" >What was the public response and how did it impact the brand?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/scoreindia.org\/blog\/a-case-study-on-crisis-communication-pepsis-live-for-now-campaign\/#What_crisis_communication_lessons_can_students_learn_from_this_case\" >What crisis communication lessons can students learn from this case?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/scoreindia.org\/blog\/a-case-study-on-crisis-communication-pepsis-live-for-now-campaign\/#What_were_the_major_controversies_and_risks\" >What were the major controversies and risks?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/scoreindia.org\/blog\/a-case-study-on-crisis-communication-pepsis-live-for-now-campaign\/#Why_is_this_campaign_still_relevant_for_media_students\" >Why is this campaign still relevant for media students?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/scoreindia.org\/blog\/a-case-study-on-crisis-communication-pepsis-live-for-now-campaign\/#Want_to_learn_media_strategy_and_crisis_communication\" >Want to learn media strategy and crisis communication?<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Table_of_Contents\"><\/span>Table of Contents<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>What was the \u2018Live For Now\u2019 campaign all about?<\/li>\n\n\n\n<li>When did Pepsi launch this campaign and what followed?<\/li>\n\n\n\n<li>What crisis communication challenges did the brand face?<\/li>\n\n\n\n<li>What strategy did Pepsi follow for this campaign?<\/li>\n\n\n\n<li>What message did the campaign intend to send?<\/li>\n\n\n\n<li>How did Pepsi execute the campaign across platforms?<\/li>\n\n\n\n<li>What was the public response and how did it impact the brand?<\/li>\n\n\n\n<li>What crisis communication lessons can students learn from this case?<\/li>\n\n\n\n<li>What were the major controversies and risks?<\/li>\n\n\n\n<li>Why is this campaign still relevant for media students?<\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_One_Ad_Changed_the_Conversation_Around_Crisis_Communication_Forever\"><\/span>How One Ad Changed the Conversation Around Crisis Communication Forever<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p>Pepsi\u2019s 2017 campaign featuring Kendall Jenner wasn\u2019t just a commercial misfire\u2014it became a defining moment in <strong>crisis communication<\/strong>. Although the brand wanted to connect with youth and activism, the public saw it as tone-deaf. The campaign, designed to evoke unity and peace, instead ignited widespread backlash. Therefore, understanding how this campaign spiralled out of control is essential for anyone studying media and communication today.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_was_the_%E2%80%98Live_For_Now_campaign_all_about\"><\/span>What was the \u2018Live For Now\u2019 campaign all about?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>In April 2017, PepsiCo launched a global ad under its &#8220;Live For Now&#8221; campaign. It starred supermodel Kendall Jenner, who leaves a fashion shoot to join a peaceful protest. The climax shows her handing a can of Pepsi to a police officer, apparently easing tensions.<\/p>\n\n\n\n<p>The aim was to associate Pepsi with themes of empowerment, peace, and spontaneity. However, audiences around the world saw it differently. Many criticised it for trivialising genuine protest movements, particularly Black Lives Matter.<\/p>\n\n\n\n<p>Although Pepsi intended the ad to be a symbol of harmony, it was widely interpreted as opportunistic. In just 24 hours, the backlash became so intense that the brand had to pull the campaign entirely.<\/p>\n\n\n\n<p>Read More: <a href=\"https:\/\/scoreindia.org\/blog\/dominos-pizza-turnaround-brand-crisis-recovery\/\">Domino\u2019s Pizza Turnaround: A Bold Case of Brand Crisis Recovery<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"When_did_Pepsi_launch_this_campaign_and_what_followed\"><\/span>When did Pepsi launch this campaign and what followed?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Let\u2019s break down the campaign timeline:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>April 4, 2017:<\/strong> Pepsi released the ad on YouTube and social media.<\/li>\n\n\n\n<li><strong>April 5, 2017:<\/strong> Facing heavy criticism, Pepsi pulled the ad within a day.<\/li>\n\n\n\n<li><strong>April 6, 2017:<\/strong> The brand issued an official apology and scrubbed the video from all platforms.<\/li>\n<\/ul>\n\n\n\n<p>Although the campaign lasted only two days, the <strong>crisis communication<\/strong> consequences lasted much longer.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_crisis_communication_challenges_did_the_brand_face\"><\/span>What crisis communication challenges did the brand face?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Pepsi wanted to refresh its brand by appealing to socially aware millennials. The younger generation was, and still is, deeply involved in causes like racial justice and environmental sustainability. Hence, Pepsi aimed to connect with them on these values.<\/p>\n\n\n\n<p>However, the challenge was balancing this message without trivialising real struggles. The campaign tried to stay apolitical, but in doing so, it failed to grasp the emotional depth of protest culture.<\/p>\n\n\n\n<p>This misjudgment became a major <strong>crisis communication<\/strong> issue. The brand failed to anticipate that blending soft drinks and activism might offend rather than inspire.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_strategy_did_Pepsi_follow_for_this_campaign\"><\/span>What strategy did Pepsi follow for this campaign?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Pepsi\u2019s strategy was rooted in:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Connecting with youth culture and activism<\/li>\n\n\n\n<li>Using a high-profile celebrity to boost appeal<\/li>\n\n\n\n<li>Promoting feel-good content through music and visuals<\/li>\n\n\n\n<li>Launching on social-first platforms with the hashtag #LiveForNow<\/li>\n<\/ul>\n\n\n\n<p>However, there was a lack of real audience insight.<\/p>\n\n\n\n<p>No focus groups or public testing were conducted before release. Therefore, Pepsi overlooked how audiences might interpret the ad. Moreover, the creative team\u2014Pepsi\u2019s in-house Creators League Studio\u2014seemingly lacked voices familiar with grassroots activism.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_message_did_the_campaign_intend_to_send\"><\/span>What message did the campaign intend to send?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The ad tried to position Pepsi as a unifying symbol. \u201cLive For Now\u201d was intended to capture youth spontaneity and harmony.<\/p>\n\n\n\n<p>However, the actual reception was quite different. Many accused Pepsi of \u201cco-opting protest culture\u201d just to sell products. The gesture of handing a Pepsi to a police officer felt especially inappropriate, given the serious nature of real-world protests.<\/p>\n\n\n\n<p>A viral comment summed up the sentiment: <em>&#8220;If only Martin Luther King had a Pepsi.\u201d<\/em><\/p>\n\n\n\n<p>Hence, the message fell flat\u2014and sparked a <strong>crisis communication<\/strong> scenario instead of positive buzz.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_did_Pepsi_execute_the_campaign_across_platforms\"><\/span>How did Pepsi execute the campaign across platforms?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The campaign was rolled out across multiple channels:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Visuals:<\/strong> Diverse protestors carrying vague signs like \u201cJoin the Conversation.\u201d<\/li>\n\n\n\n<li><strong>Influencer Strategy:<\/strong> Kendall Jenner, with no activist background, led the message.<\/li>\n\n\n\n<li><strong>Media Channels:<\/strong> YouTube, Facebook, Twitter, and Pepsi\u2019s official website.<\/li>\n\n\n\n<li><strong>Hashtag Use:<\/strong> #LiveForNow encouraged social media engagement.<\/li>\n<\/ul>\n\n\n\n<p>Although the ad looked polished, it lacked emotional weight. Cultural context was absent. Moreover, the lack of specific causes in the protest scene created confusion.<\/p>\n\n\n\n<p>Read More: <a href=\"https:\/\/reputationtoday.in\/the-newer-role-of-future-leaders-in-developing-talent-five-observations\/\">The Newer Role of Future Leaders in Developing Talent \u2013 Five Observations<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_was_the_public_response_and_how_did_it_impact_the_brand\"><\/span>What was the public response and how did it impact the brand?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The backlash was immediate and fierce. Social media exploded with criticism, especially from activists and influencers.<\/p>\n\n\n\n<p>Some key outcomes include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Brand Perception:<\/strong> YouGov reported Pepsi\u2019s brand index score dropped significantly among millennials.<\/li>\n\n\n\n<li><strong>Media Reaction:<\/strong> Outlets labelled the ad a \u201ccorporate misstep\u201d and \u201ca PR disaster.\u201d<\/li>\n\n\n\n<li><strong>Financial Effect:<\/strong> Pepsi\u2019s sales were not significantly affected, but analysts noted a Q2 slowdown.<\/li>\n\n\n\n<li><strong>Stock Market:<\/strong> A slight dip in PepsiCo\u2019s stock followed the backlash.<\/li>\n<\/ul>\n\n\n\n<p>Although the ad was removed swiftly, the <strong>crisis communication<\/strong> damage lingered. Pepsi had to work hard to regain consumer trust.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_crisis_communication_lessons_can_students_learn_from_this_case\"><\/span>What crisis communication lessons can students learn from this case?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>This campaign is now widely taught in media and communication courses. Here\u2019s why it\u2019s such a valuable example for students:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Avoid tokenism:<\/strong> Real activism cannot be represented through staged photo-ops.<\/li>\n\n\n\n<li><strong>Celebrity choices matter:<\/strong> Visibility doesn\u2019t guarantee relatability or credibility.<\/li>\n\n\n\n<li><strong>Always test the content:<\/strong> Especially when addressing sensitive social issues.<\/li>\n\n\n\n<li><strong>Social listening is key:<\/strong> Brands must understand cultural sentiment before acting.<\/li>\n\n\n\n<li><strong>Quick apologies are not enough:<\/strong> Damage control requires more than a statement\u2014it needs long-term trust rebuilding.<\/li>\n<\/ul>\n\n\n\n<p>As Professor Rashmi Bansal, an expert in brand storytelling, said:<br>\u201cThis was a case of classic PR overconfidence. Good intentions don\u2019t excuse poor execution.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_were_the_major_controversies_and_risks\"><\/span>What were the major controversies and risks?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Several missteps turned this campaign into a full-blown crisis:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Cultural misreading:<\/strong> The ad\u2019s visuals echoed actual protest photos. This was seen as a gross simplification.<\/li>\n\n\n\n<li><strong>Lack of diverse input:<\/strong> Critics noted that the ad likely lacked creators with lived protest experience.<\/li>\n\n\n\n<li><strong>False equivalency:<\/strong> The act of offering a Pepsi to a police officer was seen as trivialising years of civil struggle.<\/li>\n<\/ul>\n\n\n\n<p>Pepsi\u2019s official apology stated:<br>\u201cPepsi was trying to project a global message of unity, peace, and understanding. Clearly, we missed the mark.\u201d<\/p>\n\n\n\n<p>Although the intent was noble, the result proved how easily brands can misjudge tone.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_is_this_campaign_still_relevant_for_media_students\"><\/span>Why is this campaign still relevant for media students?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>This campaign remains an iconic example of how not to approach sensitive storytelling.<\/p>\n\n\n\n<p>Although it tried to reflect global peace and harmony, it failed to consider timing, culture, and audience sensitivity. Moreover, the campaign is especially relevant for Indian students interested in working with global brands. It shows the importance of cross-cultural understanding in brand messaging.<\/p>\n\n\n\n<p>If Indian students want to work with multinational campaigns in the future, mastering <strong>crisis communication<\/strong> is essential. Campaigns like this are stark reminders that one wrong step can overshadow years of brand-building.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Want_to_learn_media_strategy_and_crisis_communication\"><\/span>Want to learn media strategy and crisis communication?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Explore our hands-on PGDM course in <strong>Public Relations &amp; Corporate Communications<\/strong> at the School of Communication &amp; Reputation (SCoRe)\u2014India\u2019s only institute dedicated exclusively to PR education. Learn from industry experts and build the skills global employers actually seek. Visit us today\u00a0<a href=\"https:\/\/www.scoreindia.org\/\">https:\/\/www.scoreindia.org\/<\/a>\u00a0or give a call at +91 98115 72673 to know about the course in Public Relations.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":7547,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7546","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A Case Study on Crisis Communication: Pepsi\u2019s \u2018Live For Now\u2019 C....<\/title>\n<meta name=\"description\" content=\"Explore how Pepsi\u2019s 2017 Kendall Jenner ad became a global lesson in 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